MKTG
By Charles W. Lamb, Joe F. Hair, Carl McDaniel
About your course materials
Lamb/Hair/McDaniel’s "MKTG," 15th Edition helps you bring marketing concepts to life through real-world examples, practical applications, and relevant business insights. Supported by a clear, concise writing style and organized structure, this edition guides students through essential marketing concepts while highlighting the relevance of today’s environment. Through enhanced coverage on timely topics, including artificial intelligence, digital marketing, emerging social and cultural trends, and evolving marketplace dynamics, "MKTG," 15th Edition helps you connect core marketing principles to current marketing practices while supporting engaging classroom discussions.
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About this product
Lamb/Hair/McDaniel’s "MKTG," 15th Edition helps you bring marketing concepts to life through real-world examples, practical applications, and relevant business insights. Supported by a clear, concise writing style and organized structure, this edition guides students through essential marketing concepts while highlighting the relevance of today’s environment. Through enhanced coverage on timely topics, including artificial intelligence, digital marketing, emerging social and cultural trends, and evolving marketplace dynamics, "MKTG," 15th Edition helps you connect core marketing principles to current marketing practices while supporting engaging classroom discussions.
Application-focused learning connects to business decisions, consumer behavior, and marketplace challenges to support real-world application.
Coverage of Emerging Marketing Technologies explores AI and other technologies and their impact on marketing, helping students connect core concepts to evolving business practices.
Digital Marketing & Evolving Consumer Expectations explore how digital platforms, customer engagement, and changing consumer expectations shape marketing decisions in today's marketplace.
Table of contents
Part I: The World of Marketing
- 1. An Overview of Marketing
- 2. Strategic Planning for Competitive Advantage
- 3. Ethics and Social Responsibility
- 4. The Marketing Environment
- 5. Developing a Global Vision
Part II: Analyzing Marketing Opportunities
- 6. Consumer Decision-Making
- 7. Business Marketing
- 8. Segmenting and Targeting Markets
- 9. Marketing Research
Part III: Product Decisions
- 10. Product Concepts
- 11. Developing and Managing Products
- 12. Services and Nonprofit Organization Marketing
Part IV: Distribution Decisions
- 13. Supply Chain Management and Marketing Channels
- 14. Retailing
Part V: Promotion and Communication Strategies
- 15. Marketing Communications
- 16. Advertising, Public Relations, and Sales Promotion
- 17. Personal Selling and Sales Management
- 18. Social Media and Marketing
Part VI: Pricing Decisions
- 19. Pricing Concepts
- Endnotes
Index
- Student/Instructor Review Cards
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